Choose one of the following changes in Cultural Values to review and discuss: (1
ID: 426567 • Letter: C
Question
Choose one of the following changes in Cultural Values to review and discuss: (1) green marketing, (2) cause-related marketing, (3) gender-based marketing, or (4) marketing to homosexual consumers. Write a 700- to 950-word paper in which the interrelationship between consumer behavior and changes in cultural values is reviewed. Find three specific examples of organizations marketing to these changes in cultural values. Examples may be mission/value statements, print advertising, web site content, press releases, among others. Using these examples, what is your opinion of how the company uses the understanding of changing cultural values to create and implement its marketing strategy? Discuss each example you found using specific information.
Explanation / Answer
So, the concept under consideration in this question is Anthropology/ cultural side of marketing. This becomes very important as the size of the company grows and consumer behavior starts getting affected by the image of the company in the market. Not only consumer behavior gets affected but there are many other important business aspects as well that get affected due to this. We’ll discuss these further in detail now.
Let’s pick up cause-related marketing and why some companies follow this as a marketing strategy. Cause-related marketing can contain campaigns, posters, banners, ads, etc. related to/ showing the company’s involvement in a good social cause. Now, what this does is that, the consumers looking at these marketing content feel a sense of belonging who have the same ideology/ thinking. Also showing that the company is responsible towards the society leaves a good impression on the consumers and they tend to buy a brand which they believe is doing good for the society as well. For example, Proctor &Gamble (P&G), a big conglomerate in the consumer sector recently launched a campaign wherein they advertised that a small percentage of whatever product you buy goes to a foundation for underprivileged children. Now, a consumer who is in the market for a product would probably prefer to buy this because the amount of spend is same but in this brand, they are also contributing to a good cause. Due to this, the sales numbers during the campaign went up by upto 5% in a month in some areas.
Another example of a big company marketing for a cause is Facebook. They recently launched a campaign in support of the LGBTQ society by allowing users to change their profile picture with an overlay of rainbow colors signifying the users' support towards the rights and equal treatment of all citizens irrespective of their sexual orientation. Now, this made Facebook look like a responsible company with considerations for human rights. Also, many users logged in to the website which helped them gain a lot of traffic and consequently business profits by ads revenue.